The Week: City news - Sorrell hails rival to Google

The merger between Microsoft and Yahoo! could spell the end of high online ad costs and competition trouble for the rival company Google, Sir Martin Sorrell says.

The WPP chief executive is reported as saying that the marriage between the two internet giants would "probably" make search advertising cheaper by giving advertisers a viable alternative to the main player in the marketplace. The partnership will give Microsoft a close to 30 per cent share of the search advertising market, compared with Google's 65 per cent.

Sir Martin Sorrell news

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